“If boredom is the cardinal sin of marketing, thoughtlessness is its closest rival.”

~ Debra Hilton

Thoughtfulness Is Key!

I can’t emphasise this point enough! Yes, you should be marketing regularly and consistently… But NEVER thoughtlessly.

In one of my recent strategy sessions I was working with a fellow copywriter whose problem wasn’t that he was boring. People were reading his emails, but they still weren’t buying his products or services… And it wasn’t because he wasn’t trying to sell them anything, he had a relevant sales pitch in every email and letter he sent whether he was writing for himself or others.

When we dug into the problem, it was clear that my copywriter client failed to pay sufficient attention to the strategic details and think carefully about what he was doing. He was too focused on streamlining the process and churning out sales copy than thinking about the personality of the client he was writing for and that showed in the results.

He took the strategies I shared to heart and the results he delivered clients accelerated dramatically and immediately. One of his clients’ response rates doubled within days and have stayed high since then, another one is on an exponential upward trajectory. His clients’ income and his own reputation have been boosted.

That’s a decent return on a single strategy session and some disciplined implementation.

Here are four of the problems we discovered…

1. The Root of the “Abandoned Cart” Issue

Whatever you are selling, it’s important to consistently reinforce and remind your customers of the reason they made the decision. It doesn’t matter if you are a consultant, coach, teacher, health practitioner or restauranteur… you should always ask an appropriate variant on the “What did you learn or experience today?”

Why?

Because it reminds them of the benefit they received.

When you are inviting people to purchase online your order form appearance and functionality matters just as much as it does in direct mail. Get this right on your order form and you’ll discover that the sales process is much smoother and your ‘Abandoned Cart’ sequence gets very little exercise.

I’ve recently been testing putting the sales letter on the order form and the results have been almost magical.

On the reverse side of the equation, I was recently invited to a Virtual Convention run by an organisation with which I am affiliated. They had a substantial discount, but when I clicked through from the email 3 things did not happen:

• The checkout form told me nothing except for how much I needed to pay (the full price – discount = small total);
• The promo video… Didn’t really explain what specific value I would get from spending 2 days ‘attending’ the event and even the ‘swag’ they offered as a draw was skimmed over;
• There was no option for different billing and shipping addresses (for the swag).

In fact, after 3 different efforts to convince myself it would be worthwhile I abandoned the cart and made a definite decision not to attend.

REMEMBER: You need to reinforce your prospect’s decision at every step… in every possible way, before, during, and after purchase.

2. Sterile Operating Theatres are Good – Sterile Business… Not so Much!

Tone matters.

It’s why cheap copywriters may get you to page 1 on Google using tricks, but they won’t keep your valued clients happy. It’s also why I encourage many smaller businesses to work with me to develop a Core Message Guide and marketing strategy and then write their own communications because they can easily create a personality and style that is unique and attractive.

Whether you are selling machinery, copywriting, toys, insurance, or anything else that you can imagine… If the tone of your materials and order form are sterile, you’ll lose a lot of opportunities. N.B. Even in highly regulated industries like financial and health services, you don’t need to sound to like a lawyer to comply with regulations.

When you create a particular ‘vibe’ around your business you attract people who get excited by that atmosphere. Even mega-corporations have a culture and it’s both easier to establish and more important for smaller businesses because it’s the culture and tone of your communications that create loyalty and ease of referral.

3. Follow the Instructions…

Confused prospects don’t buy. Confused buyers get upset when they discover what they didn’t previously understand.

You must tell people EXACTLY what they need to do and outline the steps in order. If you feel as though you sound like a parent or a kindergarten teacher who leaves nothing to chance because he really wants the kids to succeed, you’ve probably been specific enough.

It’s easy to make assumptions because you don’t want to sound condescending, but you always need to keep in mind that thing that is easy for you because you know the process intimately is totally unfamiliar to your audience.

Walk them through it. Build trust. Make it crystal clear.

Your bank account will thank you!

4. Draw Readers – Clients – Prospects into Your World

… Because they know that you are part of theirs.

You have a problem when the people who are SUFFERING with the problem you solve and actively looking for a solution are bored and stop listening to you. You also have a problem when people who are suffering with the problem you solve and actively looking for a solution think that you are not relevant.

Solve that problem… and you will have more prospects and opportunities than you can manage. Your solution starts when you pay attention to the details – it continues when you add intrigue and entertainment into the mix.

You already know what happens if you’re boring… People tune out.

I remember the days when you went to the theatre or movies and stayed to the end… even if the play or movie was terrible. I have vivid memories of my parents talking about plays and movies they’d been to see with friends about which they had nothing to good to say – sometimes simply… nothing to say!

If that describes your business and product, then you need to act – FAST!

Whatever you are selling… Some people WILL tune out because they do not have the problem you solve, or else they do not feel enough pain to take action and solve it.

That is not your problem.